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All right hi it×39’s Richard Moore therefrom seven-step startup IN×39’m just responding to about five emails that come in over the last week or so wanting more information on the Rinse model that've mentioned a couple of times this is because part of the seven-step startup program talks about selecting your product but also making sure you'redoing to have a unique selling point handsome competitive advantage so just to explain their#39’s a very eminent chap who works for the University of Utah called Barney he originally got his PhD at Yale many years ago I think he'snow chair of entrepreneurship and strategic development within Utah and of course he knows John BIRD University does a lot of teaching there but in 1991he brought forward this model of rim testing if you like which was basically to ensure that there was real competitive advantage for either company or its products more tithe point so just to give the detail and the v4 rings of Reinna's vide are I am the V stands for valuable, so this is from a customers or company's point OFS rather than from a company's point of view is the product offering valuable in that it can exploit a position or niche in the market and offer some commercial success will it provide value really to the company that's going to redevelop and selling the product the second step is it rare okay, so it needs to be a rare product because their×39’s with scarcity it boosts its value in terms of perception in the eyes of the public, so that's why diamonds airworthy a lot because they're very, very rare that#39’s why pencils are not worth much because that×39’re — a penny is that you can find them anywhere so if their×39;SA rarity to it if it's something that×39;scarce then people are going to be much more excited by it and potentially gives you much more competitive advantage over any potential competitors the eye forth Rinse model stands for in interval okay which means it can it be imitated if it can't okay I didn't say very about in emitted all if it can't be imitated than it means it creates a unique feel to the product it's something Thais almost a signature of that particular company now in our world there are two ways to achieve that one is that it'just simply so unique you just come toucans×39’t imitate it because it's it can only be delivered by that company, and often you find this in it being leveraged to the market through personality so the Virgin Group is quite hard to imitate their brand inhere field because Richard Branson Ishtar you know it's there a major ambassador of course, and he is the company he is the guy with the know that in that kind of uses and elicits their brand really so that×39’s why they'rent so easy to imitate and if people dowry and imitate them well do you know what people always think we#39’re just trying to be like virgin in it and actually jogs the memory and makes people think of the virgin group anyway and finally the N stands for nonreplaceable or non non-replaceable or...
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